Iconic lifestyle destination CHIJMES, the outcome of a conservation project with a rich history spanning 160 years, has long been a centre of attraction in the City Hall district of Singapore. However, recent years had seen destination losing its luster due to a growing number of attractions in the vicinity as well as the market’s evolving tastes. To rejuvenate the brand, a physical revamp was initiated, along with a strategy shift toward a more upmarket positioning. A rebranding project is also carried out to align the revamped destination with its elevated image.
Drawing its inspiration from the iconic architecture of CHIJMES, the logomark incorporates the use of lines and perspectives reminiscent of artistic sketches as a nod to the brand’s spiritual history and artistry while its ever-morphing lines are reflective of a place that has always evolved with time. The low-angle perspective positions the viewer as an observer looking up, imbuing the brand with charisma and gravity. Derived from the classic sans serif typeface Maven Pro, the logotype has been subtly tailored with diagonal cuts echoing the mark’s angular look. The black and white colour palette furthers this aspiration of timelessness.
The relaunch of CHIJMES in 2014 was met with great fanfare and increased footfall. Interest in the destination is renewed, with more high-end establishments adding vitality to the shopping and dining scene.